Hi, I'm Anna, and I'm a search specialist at Koozai. I'm here to talk to
you about bounce rate. What it is, why you need to know about it, and what
you can do to improve it. This video is going to be beneficial for anybody
involved in the website, including web developers, SEO, PPC, email
marketing, copywriting, and conversion rate optimization.
So, what is bounce rate? Here are two users, and here is your website. The
first user comes along to your site, they didn't like it. They left
straight away. The second user visits a page of your site. They have a look
at another page. That means they've stuck. They've not bounced from your
site.
So here we have two users, one bounced, one stuck. This means you've got a
50% bounce rate. What's a normal bounce rate? Well, actually over 50% is
probably a bit high. But anything under 50% is okay. Under 40%, you're
doing well.
But different pages have different bounce rates. So, a blog page, people
might find it via social media. So they'll click a Twitter link, come to
the page, they won't be interested in any of your other blog pages
necessarily at that moment in time. They only want to read that post. So
they are likely to have a much higher bounce rate than another page of
normal content.
Now, one example of this is a product page on an e-commerce site. If
somebody does an organic search for it, clicks the result, they see a
product. Well, it might not be the right product. They might want to
compare to other products. So what they'll do is they'll click. So you get
a low bounce rate on product pages of an e-commerce site.
So, what else can you do with bounce rate statistics? It's good to compare
it to the average time on site. If the user who bounces has spent
five minutes on the site before leaving, you're doing quite well. Whereas
a user has come to your page and after only two seconds, they've gone
on to another page, you know that actually, even though you've got a low
bounce rate, with the average time on page being very low, it may not be
the right page.
So you could adjust your PPC campaign. You could promote a different page
organically. You could pick a different link for your email marketing
campaign once you know what your bounce rate is and what the average time
on page is.
So, how can you improve your bounce rate? Well, there are several different
things. With a product page, it would be good to have a list of related
products, so that somebody can easily see what other products are available
and which other pages they should go to.
You can also use a breadcrumb that easily shows the category in which that
product was so that somebody can just go up a level in the site and see all
the options available.
When you've got a blog post, if you want other people to read other pages
of your site, it's a good idea to add related blog post links, categories,
maybe a link to the writer's Twitter profile. Those sort of things mean
that actually your user will interact a bit more with your site. Obviously,
if they click a Twitter link, that would take them off the site and your
bounce rate would still be high. But actually, they're going somewhere
beneficial. So sometimes it's good.
So, hopefully, that explains to you what bounce rate is. If you need any
more information, I've written a blog post on it as well. You can see that
on the Koozai.com blog. We're also on Facebook and YouTube, so give us a
like. Thanks